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NIKKI GODFREY LSU BEYOND THE BASICS IN YOUR UNION IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan MARKETING BOOT CAMP:

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Presentation on theme: "NIKKI GODFREY LSU BEYOND THE BASICS IN YOUR UNION IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan MARKETING BOOT CAMP:"— Presentation transcript:

1 NIKKI GODFREY LSU BEYOND THE BASICS IN YOUR UNION IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan MARKETING BOOT CAMP:

2 IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan http://www.moreadvertising.com/blog/2013/08/06/5-quick-tips-for-writing-a-marketing-plan/

3 Who is responsible for marketing? IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

4 Competition One must know as much about their competitor’s company and products as he or she know about his or her own company. Culture Central to any society is the common set of values shared by citizens that determine what is socially acceptable. COMPETITION & CULTURE IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

5 COMPETITION & CULTURE IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

6  The foundation of any marketing plan is the firm’s mission statement.  “What business are we in?”  The way an organization defines its mission profoundly affects the long-run resource allocation, profitability and survival.  Should focus on the market or markets the organization is attempting to serve rather than on the good or service offered. MISSION STATEMENT IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

7  Defines the optimal desired future state  The mental picture of what an organization wants to achieve over time  Provides guidance and inspiration as to what an organization is focused on achieving in five, ten, or more years VISION STATEMENT IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

8 People are our most valuable resource, and care and respect for employees and each other will always be at the heart of our operations. We embrace diversity to best serve all sports fans worldwide, and we are passionately committed to teamwork, quality, creativity, integrity, and the aggressive pursuit of new ideas, audience growth and building shareholder value. MISSION STATEMENT VISION STATEMENT IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

9 MISSION STATEMENT VISION STATEMENT "The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world." IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

10 Mission The mission of the LSU Student Union is to serve students, faculty, staff, alumni, and guests as the community center of the campus; to provide a supportive environment for a comprehensive program of cultural, educational, social, recreational, and service activities; to cultivate leadership development in students; to provide appropriate facilities, services, and conveniences for the diverse needs and activities of the campus community; and to create a sense of community that fosters enduring loyalty to the university. MISSION STATEMENTS VISION STATEMENTS IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

11 Vision MISSION STATEMENTS VISION STATEMENTS The vision of the Union is to be a hub of student activity and to be among the nation's premier college unions in facilities, programs, student development opportunities, and services for the campus community. The Union is student-centered and seeks to attain standards of excellence in all areas of endeavor. IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

12 MARKETING PLAN IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan http://lushbrandgroup.org/marketing/

13 KEY MARKETING PRINCIPLES Market Differentiation Market Segmentation Service Marketing GAP Model of Service Quality Branding New Media in Marketing IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

14 MARKET DIFFERENTIATION A position strategy that many firms use to distinguish their products from those of competitors. IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

15 MARKET DIFFERENTIATION IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

16 What’s the question? IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan MARKET DIFFERENTIATION How Healthy? What’s rally happening in this system? How Much? How do we compare? Are my providers delivering what they need? How could things be better? What difference have we made? What are our future plans? Data Informat ion Intellige nce InsightAction

17 The Breakup MARKET SEGMENTATION Market Segmentation is the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups and determining how you can meet the needs of the groups. IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

18 MARKET SEGMENTATION IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

19  Product  Price  Place  Promotion http://vonbrocke.wordpress.com/2012/10/24/is-there-such-thing-as-the-four-ps-of-marketing/ IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan MARKETING MIX

20 SERVICE MARKETING IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan  Just like the marketing mix of a product the service marketing mix comprises of Product, Price, Place and Promotion.  However as a service is not tangible the marketing mix for a service has three additional elements: People, Process and Physical Evidence.

21 SERVICE MARKETING IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan  http://vonbrocke.wordpress.com/2012/10/24/is-there-such-thing-as-the-four-ps-of-marketing/

22 GAP MODEL OF SERVICE QUALITY IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

23 GAP MODEL OF SERVICE QUALITY GAP 1: Difference between what customers expect and what the organization thinks they expect IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

24 GAP MODEL OF SERVICE QUALITY GAP 2: Difference between the organization’s understanding of expectations and set service standards IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

25 GAP MODEL OF SERVICE QUALITY GAP 3: Difference between the set of service standards and service delivery IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

26 GAP MODEL OF SERVICE QUALITY GAP 4: Difference between the service delivery and what is externally communicated to customers. IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

27 GAP MODEL OF SERVICE QUALITY GAP 5: Difference between customer’s expectations and the customer’s perception of service delivered. The difference between expected service and experienced service. IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

28 WHAT’S THE DIFFERENCE? IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

29 Fresh Impressions BRANDING IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

30  3 C’s of Branding  Clarity  Consistency  Constancy BRANDING IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

31 BRANDING

32  Social Media Social Media LETS GET SOCIAL! IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

33  Email  Twitter  Facebook  YouTube  Vine  Instagram  Pinterest MESSAGE DELIVERY: NEW MEDIA IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

34  Email is the go-to form of communication for business  Marketers sent over 838 billion emails in 2013  Only about 20% of marketing emails are opened  Personalize the message Personalized subject lines are 22% more likely to be opened  Actionable item  Keep metrics  When to send? DELIVERY: EMAIL IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

35  Optimize for mobile devices  48% of emails are opened on mobile devices.  Yet only 11% of emails are optimized for mobile.  As a result, 69% of mobile users delete emails that aren’t optimized for mobile.  Keys for Mobile Optimization 1. Enlarge your fonts 2. Put the actionable item front and center 3. Streamline your email – short and simple 4. Avoid clutter 5. Understand the ergonomics of smartphones – keep the buttons in easy reach DELIVERY: EMAIL IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

36  225+ million users  Messages are limited to 140 characters  Need to be concise, yet try to avoid misunderstandings  Hashtags (#) categorize your tweet and allow people to search for your tag  (@) is used to reply to users and direct a comment at them DELIVERY: TWITTER IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

37 DELIVERY: TWITTER

38  Be careful with language DELIVERY: TWITTER IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

39  Think before you tweet DELIVERY: TWITTER IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

40  Don’t be lazy DELIVERY: TWITTER IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

41  1.28 billion users  Use the page like any other personal page  Post daily with pictures and statuses  Tag individuals in pictures  Operate the page like a personal account:  Post pictures; tag individuals; change profile picture often  Post on your walls to lead to discussion  Be “real” with wall posts – speak the language of your target audience  Use Facebook as a call to action  It take a lot of time; a lot of effort DELIVERY: FACEBOOK IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

42 DELIVERY: FACEBOOK

43  4 billion views per day  Generate content for your audience  Have your audience generate content through contests  Don’t just direct people to the YouTube channel, but embed the videos on your main webpage DELIVERY: YOUTUBE IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

44 Ohio Union IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan DELIVERY: YOUTUBE

45  Vine: 40+ million users  Instagram: 200+ million monthly ACTIVE users  Pinterest: 70+ million users Keep up with new trends DELIVERY: VINE / INSTAGRAM IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

46  Be Mission Focused  Understand Market Differentiation  Understand Market Segmentation  Be Unique in Your Delivery  Tell Your Unique Union Story IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan MARKETING TAKEAWAYS

47 IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan NIKKI GODFREY NGODFREY@LSU.EDU 225-578-2921 NGODFREY@LSU.EDU

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